These are the 9 characteristics of an effective advertising campaign:
Appeal to the right audience
Draws attention
Value communication
Educate the target
Relates to the brand
Trust is key
Include a call to action
Short and sweet
Easy to remember
Appeal to the right audience
Identify the market segment that has a need for the product in which you are advertising. Knowing who your audience is allows you to construct a message specifically for that market and make decisions on media allocations. It’s a big mistake to try to appeal to the mainstream masses, because marketing is a very specific and focused process. An effective advertisement targets the right audience on the right platform at the right time.
Draws attention
According to digital marketing experts, the average person is exposed to approximately 5,000 to 14,000 advertisements each day. Your ad should catch the audience’s attention. If you target the right audience, you’ve just increased your chance of being noticed. Your advertisement should excite people to read, watch, and/or hear your overall marketing message. Remember, the more attention your draw to your brand, the less attention will be given to your competitors.
Value communication
Products will only sell if its benefits outweigh its cost. Your advertisement should communicate the value of your brand and product to your target market. After viewing your advertisement, your consumers should be able to answer the following questions:
1) How is my life better with the product?
2) Is this betterment worth the price?
Consumers are always seeking value. Your products/services will sell if the product value is successfully communicated in the advertisement.
Educate the target
Your advertisement should educate your customers on the product, especially if it’s a new product on the market. The ad should encompass information with regard to the 3 P’s—Product, Price, and Place. Talk about the product capabilities, the price you charge for the product, and where the product can be obtained. Depending on the popularity of your brand, you may or may not have to include certain information, such as where to buy the product.
Relates to the brand
Your ad should include your brand identity, such as logo, typography, colors, style, and visuals. The images or videos that are included in your advertisement should reflect your brand image and personality. How do you know if you’ve done a great job at this? Take out your logo and your company’s name in the advertisement and see if your consumers can guess your brand correctly.
Trust is key
The truth is the most powerful element in advertising. Build consumer confidence by stating true facts about your products in advertisements. Stretching the truth is the fastest way to lose brand loyalty. Your goal is to increase brand awareness and build brand loyalty.
Include a call to action
Your target audience just viewed your advertisement. They gained all the knowledge necessary about the products. Now what? Don’t leave your audience hanging! Always end your advertisement with a call to action. Should they head to the nearest store? Should your audience pick up the phone and dial a number? Your advertisement should be designed to encourage an immediate response.
Short and sweet
A study from Microsoft Corporation shows that people have a shorter attention span than a goldfish. We lose concentration after 8 seconds. This is why all advertisements should be short, simple, and memorable. Do not clutter the advertisement with unnecessary information that will take attention away from your primary message. Know how much information is enough information.
Easy to remember
Companies must find ways to embed the products and services into the consumer’s mind because most consumer decisions are memory based. You can make your advertisement memorable by including an element of surprise, incorporating a fun jingle, or even starring an influencer in the advertisement. Get creative.
Make your advertisement informative, fun, and memorable. Your advertisement should get people talking! Effective advertising campaigns can improve your business’s bottom line. However, make sure that your advertising campaign aligns with your company’s marketing strategy. Marketing Eye can formulate comprehensive strategies fit for your business. You may contact us online, or you can speak directly to a marketing manager at 404-626-8070.
What are you waiting for? It’s time to create an advertisement that will shake the world.